Representation in Messaging
Inclusive design isn’t just technical. It’s in your storytelling. Does your imagery reflect diverse abilities, ages, body types, and ethnicities? Are you using inclusive language? It’s about showing, not just telling, that your brand is for people. All people.
A Quick Reference: Common Pitfalls & Fixes
| Pitfall | Why It’s a Problem | Inclusive Fix |
| Auto-playing video with sound | Disorienting for screen reader users, disruptive for everyone. | Mute by default, provide obvious play/pause controls. |
| Low-contrast text (e.g., light gray on white) | Hard for low-vision users, and anyone in glare. | Use tools to check contrast ratios. Aim for a minimum 4.5:1. |
| “Click here” links | Unclear out of context for screen reader users. | Use descriptive link text (“Download the accessibility guide”). |
| Complex, flashing animations | Can trigger seizures or vestibular disorders. | Provide a motion reduction option. Avoid rapid flashes. |
| HashtagsWithoutCaps | Screen readers will pronounce them as one garbled word. | Use #CamelCase for multi-word hashtags. |
Getting Started: It’s a Journey, Not a Sprint
Feeling overwhelmed? Don’t be. The goal isn’t perfection from day one. It’s progress. Here’s a simple path forward:
- Audit Your Current State: Use free tools like WAVE or axe DevTools to scan your website and key landing pages. It’ll highlight glaring issues.
- Train Your Team: Get your marketers, designers, and content creators on the same page. Make accessibility part of your content style guide and design system.
- Prioritize & Iterate: Tackle the big barriers first (like missing alt text, poor contrast, keyboard traps). Then, refine.
- Listen to Real Users: This is the most important step. Include people with disabilities in your testing processes. Their feedback is invaluable.
In fact, that last point is the heart of it. Inclusive design is an ongoing conversation with your audience. It requires empathy, curiosity, and a willingness to sometimes say, “We can do better.”
Ultimately, building accessible and inclusive digital marketing campaigns is about recognizing that human ability exists on a spectrum. It’s about shifting from marketing to people, to creating experiences with them in mind—all of them. And when you do that, you’re not just checking a box. You’re building a brand that’s not only smarter and more resilient but also, undeniably, more human.